Lidl awakens the sense of smell on outdoor media
Lidl awakens the sense of smell on outdoor media
Lidl is ready with a new brand identity, new slogan and new image campaign to emphasise the chain's focus on freshness. A nationwide outdoor campaign makes the message of freshness visible, and with the desire to create increased awareness through innovation and creativity, Lidl is the first-mover in Denmark to bring both sight and smell to life in the streetscape.
The senses of sight and smell are brought to life at selected locations with fully foiled bus shelters and as something completely new outdoors - with the scent of fresh apples."The scent comes from professional scent diffusers that we have mounted on the inside of the bus shelters," says Rasmus Lundorff, Creative & Commercial Project Manager, Bauer Media Outdoor, Denmark
Rasmus Pape, Purchasing Director at Lidl, says:
"It's no secret that we at Lidl are working hard to capture even more market share in Denmark. In this connection, we always consider how we can best create awareness of Lidl, for example through exciting and different marketing initiatives like this one. We choose to send the scent of freshness directly to the Danes to communicate that Lidl has freshness and quality in a class of its own.
A collaboration based on challenge and innovation
We are incredibly excited about the collaboration with Lidl and their media agency Havas, which is committed to challenging and innovating solutions in the outdoor media. In the autumn of 2020, we were also the first movers in Denmark to use AR via Snapchat in the outdoor media.
A wise investment
Developing innovative, creative solutions may be fun, but it's also a wise investment. Many studies show that creativity raises awareness and makes consumers more likely to remember your advert. Furthermore, the 2020 advertising analysis shows that consumers miss creative, inspiring adverts. They believe there are more bad adverts than before - that they are too uninspiring and lack quality. We want to change this in collaboration with our customers!
And Lidl is far from the only one calling for creativity. Recently, Schulstad, Disney, Kikkoman and Cirkle K have also made a name for themselves with creative campaigns.
